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In his book Tweet Naked, online marketing expert and
Social Media Firm CEO
Scott Levy provides the critical information entrepreneurs
need to craft a social media strategy that will boost their
brand and their business. In this edited excerpt, the author
offers tips that can help you figure out how you want the
world to view your brand.

Transparency and authenticity are more than just "buzz words" in
business today. They are what a rapidly growing number of
consumers expect from the companies with which they do business.
Quite frankly, people are sick and tired of big corporate
monsters being untouchable and indifferent or aloof. The days of
reclusive, faceless companies are disappearing. People want
honesty in business and expect corporations of all sizes to
provide transparency and authenticity. They also want to know the
human beings behind the website, the logo, the commercials and
the print ads.

Today, your personal
brand or business needs to exhibit the same transparency when
it comes to social media. Transparency applies to everything from
who you are to what you stand for. No matter who you are, people
want you to be open, honest and straightforward.

But there's much more to transparency than providing your annual
report or putting the ingredients on your packaging. People want
to connect; they don't want that automated phone system, but the
human being instead. It's about being engaging, sharing passions,
and talking about your brand as it relates to real people.

Here are five ways to exhibit transparency:

1. Share your successes. Share your successes,
such as closing a big deal, winning an award or getting a major
accolade, by showing your humility and enthusiasm, not by tooting
your own horn or bragging. Showing that it really means something
to you to win an award is a very honest reaction. People get
excited when they win something, and it's human to share it.

2. Share your passions. Talk about the community
food drive you ran, the Little League team you sponsor, or the
greener mode of transportation people are using to get to and
from the office. Perhaps you and your employees get your hands
dirty working for Habitat for Humanity or in some other community
effort. Share this with people.

Let people know about your interests and hobbies as well. Just
like in the real world, it's a great way to start a
conversation--and to let people know the person behind the brand.

People gravitate to those with whom they share interests. If, for
example, you're looking for a lawyer, are you more likely to
choose one who shares that she's a dog or cat lover or is into
sailing, or one who only talks legalese?

3. Talk about your corporate culture. This is a
great way to win your followers' trust. They learn how your
company conducts business and how you treat your employees. It's
a way of reminding followers of the age-old saying "We do
business with people we like and trust." How can people like and
trust you if they don't know who you are or what you stand for?

Let potential followers and customers see the human side of
business and appreciate the candor. Talk about the funny things
that happen in the office such as the Super Bowl bet the CEO lost
to an office temp. Discuss group activities, such as how the
company softball team got clobbered or how the sales department
managed to capsize their canoe on the company fishing trip. Do
you have casual days? Do you bring your kids to work on occasion?
What is it like working in your business? Even a one-person
operation has stories to tell about the work atmosphere that are
real and engaging.

4. Let people know you aren't perfect.
Transparency isn't all about your successes. From recalls of
anything from aspirin to automobiles, to airlines losing luggage,
things go wrong in every industry. Companies that try to hide it
or act like it didn't happen are the ones that lose customers in
a major way once the truth gets out ... and it almost always
does.

Being honest, transparent and humble and admitting you screwed up
is what transparency is also about. Being honest and authentic
means talking about your failures and showing humility when you
ship something to the wrong place, get called out for a code
violation or find yourself in the news for a billboard others
found offensive. Apologizing and talking about your errors makes
people relate to you and creates empathy.

5. Include your expertise. Of course, you do
need to talk about what you know and impart some information
along the way. You need to play a dual role, being personable and
honest while also talking shop. But don't get overeager when it
comes to talking business. Social media users can spot a sales
pitch before you finish your tweet or your post. And like the guy
trying to sell you real estate investments at a party or social
gathering, you'll be shunned quickly.

Subtlety is the name of the game when it comes to talking
business in social media. Your objective is to engage others in
conversations about your area of strength and show that you know
what you're talking about. Showing knowledge and expertise rather
than saying "Buy this product" or "Use my service" is how they
come to respect you. The trick is getting them to want to use
your services or champion your brand without asking.